One of the greatest rules of direct marketing goes back over 70 years. It's from a true master of persuasion, Elmer Wheeler. “Don’t sell the steak — sell the sizzle.” It’s about selling benefits not features, focusing the attention of your customer on how your product helps them in some way. This can be done by including a sample in your direct mail piece. For the customer, it reduces or even eliminates the risk that they’ll not be pleased with your product. Paul Bobnak shares some good examples of samples he's received in direct mail pieces.